How To Get To The Top of Search Engines with Pay Per Click Marketing

For most small businesses, getting to the top of the Search Engines, such as Google, and Yahoo is next to impossible without using the services of a Search Engine Optimization company. Although a very worthwhile exercise, Search Engine Optimisation can be quite costly.

The GREAT news is that you can get your website to the top of search engines, using Pay Per Click advertising.

Pay per click (PPC) advertising is when an advertiser (you) pays for each qualified click that sends a search engine user to the advertiser’s web page. PPC requires you to bid on keywords or phrases that relate to your business. The best known pay per click service is Google AdWords.

Generally you can bid from as little as a few cents per visitor. However, the more you bid the higher up in the search engine your advertisement will appear. Pay per click is a great way to deliver targeted and qualified visitors to your website at a very reasonable price.

It is a good idea to experiment with different PPC search engines to find the one that works best for you. In addition, you will need to spend time testing your keywords and ads.

The largest and most popular of all the pay per click search engines is Google Adwords. Like all PPC search engines, your Google AdWords ads are ranked by the bid price you are willing to pay, but Google also takes into account the relevance of your ad and will give precedence to ads with higher click-through rates. Therefore you could be paying $0.01 more per click than the advertiser ranked above you, but he has a better clickthrough rate, giving him greater “value”, according to Google.

For more information check out:
Google Adwords –

The great advantage of using Pay Per Click advertising is that you can set daily budgets, target your ads by location, eg. Sydney or Melbourne or by country. You can easily change ads and keyword selection and even choose the times your ads will show.

Google Adwords has a number of excellent tools available to make the most of your campaign.

Keyword Tool

Helps you build a master list of new keywords for your ads and review detailed keyword performance statistics like advertiser competition and search volume. The Keyword Tool is a great way to generate synonyms and variations of your existing keywords. Adding these terms to your keyword list can help ensure that you do not miss out on relevant traffic.

Campaign Optimiser

The Campaign Optimiser uses Google’s advanced technology and experience with AdWords ads to your advantage. The tool automatically analyses your keyword-targeted campaign (including your budget, keywords, ad text, geo-targeting, and landing page) and generates a proposal to improve your campaign’s performance.

Google Analytics

Use Google Analytics to learn which online marketing initiatives are cost effective and see how visitors actually interact with your site. Make informed site design improvements, drive targeted traffic and increase your conversions and profits.

Traffic Estimator

This great tool allows you to try out specific keywords and phrases to see what the likely results would be if you actually tried them for real. You can find out:

• How popular a keyword or phrase is likely to be
• How many times that keyword is typically clicked on per day
• What the average cost per click would be to you
• How many clicks you could expect to get per day, depending on the budget you set

Website Optimiser

Website Optimizer helps online marketers increase visitor conversion rates and overall visitor satisfaction by continually testing different combinations of site content including text and images.

Conversion Tracking

Make the most of your advertising budget. Conversion tracking helps you identify the keywords that deliver for you so you can make smarter budgeting decisions. The set-up process is quick, and along the way, you can customise the feature to fit your unique needs.

For a directory of other Pay Per Click campaigns, go to:
Pay Per Click Directory –

If this is all too hard, you can employ the services of a Search Engine Marketing company and they will organise the campaign for you.


by Ivana Katz
Websites 4 Small Business –; Learn to Design –
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Ivana Katz

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